The Box Score: Nintendo Switch

The Box Score is a series where I review the launch of a new brand or rebrand that I find compelling. However, the review will be using a scoring system based on Chicago Bulls players. This edition I will be

Read more ›

The Box Score is a series where I review the launch of a new brand or rebrand that I find compelling. However, the review will be using a scoring system based on Chicago Bulls players. This edition I will be reviewing the Nintendo Switch logo.

Tyrus Thomas
(Draft Bust)

Eddy Curry
(Injury plagued)

Steve Kerr
(Bench Warmer)

Scottie Pippen
(Mr Runner Up)

Michael Jordan
(The G.O.A.T)

1. Memorability

Nintendo have opted for a strong shape based logo. Very simple, bold and strong contrast between negative and positive space. I’ve found the best way to work out how memorable a mark is by drawing it from memory. If it looks similar to the original, then it has the right visual cues to create simple recognition. The Nintendo Switch logo definitely checks that box.

Score: Michael Jordan

2. Originality

It’s hard to define originality in terms of logo design, as it’s subjective to the viewers history of brand exposure. I don’t think the design is mind blowing, but it doesn’t need to be. As far as staying on brand for Nintendo and providing a solution to the design problem, they’ve certainly done that.

Score: Steve Kerr

3. Clarity/Meaning

It’s obvious that the logo is a minimal version of the Nintendo Switch console, broken down to it’s geometrical essence. As I mentioned earlier, the strong contrast between the negative and postitive space paired with thick line weight help to be as clear as possible. I think two other notes that are worth mentioning are that there is a yin and yang effect which directly relates to the Switch name and the circles complete the subliminal effect of reading an ‘N’ with the way. We also can’t escape the fact that it looks like Pong.

Score: Scottie Pippen

4. Versatility

The great thing about creating a square(ish) one colour logo is that it works well across all platforms and mediums. There would be no issue with this showing on a tv screen, screenprinted, embossed or debossed on any surface, shown at small sizes on digital devices or displayed on a billboard. It also helps that the logomark and wordmark are seperate so that they can be shown individually, vertically or horizontally without issue.

Score: Michael Jordan

5. Logomark

It’s interesting that at a glance the logo looks geometrically exact. However, when you look closer you can see that both sides aren’t reflecting one another in scale. User alex on Brand New put in the effort to demonstrate that the eye test is sometimes more important than the geometry in design. Something that can only be reviewed by human construction which adds value over logo generators that rely on geometrical precision.

Score: Scottie Pippen

6. Typography

The wordmark fits with the logomark as being strong, bold and no-nonsense but it could also be lost with many other similar wordmarks if displayed on it’s own. It works, but purely from an aesthetic point of view, I wish there was something that made it more recognisable.

Score: Steve Kerr

7. Colour

Red is a strong colour that you can’t really go wrong with. Maybe I am biased? On the other hand, it is Nintendo, and I feel that it’s about time they returned to their roots with just a pure red and white palette. In a way the Nintendo Switch represents that return to core values.

Score: Scottie Pippen

8. Context

Console brands have seen shifts in trends since their inception almost 40 years ago, and they are generally 50/50 hit or miss. It’s good to see Nintendo throwing it back to a simpler time with an early 80’s style (think Atari) that relies on the fundamentals of logo design instead of focusing on the aesthetic and current logo trends (Sega Saturn comes to mind).